Brutal Logo Design Critique 5

Aug 26, 2009 / Erik Peterson

Brutal Logo Design Critique

Rui submitted this logo for Brutal, an auto performance and aesthetics shop. He left the following comment about the logo.

“The client’s business is the preparation of sports cars with one of 3 focuses: performance, aesthetics and personalization. Soluo: The type was created specifically for the brand’s name, trying to combine the speed and aggressiveness of auto-sports and the fluidity and sobriety of the designs that the client produces. The coloured accents reflect the 3 focuses of preparation that the client offers.”

The following critique is based on one designer’s opinion and experience. I always appreciate the readers thoughts as well. So, I’ll ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principals

I like the idea that Rui has created a custom typeface for this logo, however I don’t feel it communicates the characteristics he describes all that well. The type doesn’t convey speed or aggressiveness right away to me. I do start to see some race track references in the type, but for some reason it just does convey speed to me. The placement of the color accents isn’t working for me. I also wish Rui had done something more to represent the focuses of the company more clearly. The three colored shapes don’t really do it for me.

Question for the readers

please respond in the comments below

How do you feel about the three colored shapes representing performance, aesthetics and personalization?

Functionality / Versatility

This four color logo should reproduce well in most applications because of its flat colors and uncomplicated shapes. However, it might loose some of its impact if reduced to one color because of the colored accents.

Uniqueness

Anytime you create a custom typeface for a logo you add a certain degree of uniqueness which will help to set the company apart from it’s competitors.

Typography

As I mentioned before, I don’t think the type is communicating the concepts Rui wanted to communicate. One element that may be inhibiting the speed concept is the little tails at the ends of some letters. Those tails seem to be interrupting the flow of the type and effectively slowing the readability down which in turn distracts from the feeling of speed. Creating a smooth flow within the type will contribute to the speed concept. Another thing to explore might be pushing the idea of a race track. Right now it is starting to come through, but with some tweaking you may be able to really sell that idea which would be great for this particular company. Lastly, pay attention to the space between the ‘t’ and ‘a’ which feels a little awkward in its current state.

Question for the readers

please respond in the comments below

Does the type embody the characteristics of speed and aggressiveness in your eyes?

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs you’ll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Here’s a list of actionable items.

Refine the typography to better demonstrate speed and aggressiveness.
Consider exploring some other ways to represent the three main elements of the company (performance, aesthetics and personalization). Perhaps, there’s a completely different conceptual direction here.
Decide whether or not you want the type to reflect a race track and make adjustments to it accordingly.
Take another look at the space between the ‘t’ and ‘a’ to see if you can create better interaction/fluidity between the two letters.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don’t cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

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5 Comments so far. Keep 'em Coming.

By Jim Akin

08.26.2009 at 10:33 AM

For what it’s worth, from a design-conscious non-designer:

My first impression of the type treatment as an embodiment of speed focused, as Logo Critiques did, on the little fillips on the lettering. They feel to me like they’re set up in oppositional pairs (left base of the “B” & right base of the “a”; bottom and crossbar of the “t”) that convey motion in opposite directions. This may be meant to connote a racetrack as LC suggests, but for me they effectively “cancel out” a sense of speed or momentum.

By Rui

08.28.2009 at 12:30 PM

First I want to thank you for your comments/critics about my design for the Brutal logo. I appreciate it very much.
I’m on vacation right now for the next 2 weeks so I hope to get more comments/inputs for improvement when I get back to work.
Right now all I can say is that I think you�re right about the space between the T and the A. Now I also find it… not so well!! But there are other things that I don’t agree so much (I will try to expose my points of view once I get back). I will carefully study everything that you said and for that I thank you again.

By cam balkon

09.08.2009 at 04:41 PM

Your blog is usefull information for me.Thanks..

By maflewdesigns

09.25.2009 at 04:35 PM

I think the three colored shapes should be positioned better, like puting them between the “t” and “l” over the “a”, a little bit smaller shapes. The font it`s a bit exaggerated, are too many spaces. For example, the “a” have 2 spaces, I think one it`s enough, the upper one should not exist, and should be covered.

By Scott J Bailey

09.27.2009 at 12:33 PM

Personally, I think then you give typography the kind of character the designer has here, with rounded corners and wisp serifs at every turn, you miss an opportunity to create more character by showing restraint. Less is more. Square it off in a few places. Clean it up. It’s not a typeface you’re designing, it’s a brand!